How Industrial Companies Can Use VR & AR In The Metaverse
As technology advances, so do the strategies used for marketing. Unfortunately, it almost seems to be evolving faster than we can keep up. This article will share ways to optimize your marketing in the industrial sector using Virtual Reality & Augmented Reality for effective marketing to the metaverse.
Forbes (1) recently wrote an article discussing the best ways to market in the metaverse. However, the quote below stood out as an impressive piece to discuss for companies looking to utilize the future of marketing – 3D experiences.
“An estimated 85 million people used augmented reality or virtual reality in 2021. Usage has been growing steadily and has more than doubled since 2017, as technology advances have made VR and AR more enticing. If marketing in the metaverse isn’t already part of your content strategy for 2022, it needs to be. Understanding how to market in it is critical to engaging younger consumers.” – Mary Ann O’Brien, OBI Creative
The Metaverse
First, what is the metaverse? The metaverse refers to online experiences that are interactive and highly immersive, such as virtual reality (VR), augmented reality (AR), and other interactive videos and animations. It enhances the online experience to create an entire world where people socialize, work and live immersive experiences. A summarized answer, as found in a quote from technology experts, explains the metaverse as,
“An expansive network of persistent, real-time rendered 3D worlds and simulations.” (2)
Industrial companies can significantly use this to their advantage and must use immersive marketing for proper engagement across customers of all ages. Millennials and Gen Z are some of the top users of the metaverse, which shows where the future is. Your company will have a memorable edge above competitors if you use VR & AR solutions – be creative and futuristic by including the younger generation.
Virtual Reality In The Metaverse
While not new, virtual reality has dramatically improved over recent years because of increasing use and demand. Whether product development or marketing existing products or services, VR gives you an entertaining option to bring in your customers.
Who doesn’t enjoy a little fun while searching for products? What about on-the-job training? Or an unforgettable experience while testing out services?
Anyone in the manufacturing or industrial sectors understands that there are many intricate details to engineered products and services. With complex products and services, an excellent visual is necessary to provide your customers with complete information. The metaverse offers the opportunity to facilitate improved sales because of personalized experiences that provide better understanding. For example, give a VR walkthrough of a manufacturing plant or a land rig virtual walkthrough tour. Or use digital billboards in the metaverse to grab players’ attention and help facilitate a personalized experience.
Imagine working for a large industrial company that requires hours of technical training. Give your employees leverage and an incentive to train with serious games, offered through various options in the metaverse – options such as Roblox or Fortnite (3).
Augmented Reality In The Metaverse
Augmented Reality (AR) is the real world with 3D simulations added. While slightly different than VR, it can be just as valuable. For example, individuals can try on a pair of boots, look through a toolset or test out operating equipment for industrial work.
In an augmented environment, your target – whether it’s customers or employees – can interact with your products, services, or training material without leaving their homes. Or encourage better in-store or in-office experiences with the metaverse.
Who doesn’t want to improve customer or employee satisfaction? The industrial & manufacturing industries could benefit greatly by expanding their reach to the serious game industry and the public using metaverse games and VR. Companies such as Nike, Disney, Gucci, Stella Artois, and more have built games, concerts, and fun interactive pieces for marketing – and received incredible feedback. Imagine if oil and gas companies, engineering companies, and manufacturing companies embraced the fun and engaging forms of marketing? It’s sure to boost company interaction, awareness, and sales.
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